Orchard Thieves
Revitalising the cider market with
new brands that speak locally
1 ORCHARD
THIEVES
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Our business priorities (continued)
Deliver top line growth - Cider
HEINEKEN is the word's biggest cider producer, answering the demand
of a growing number of consumers who are discovering the appeal of cider.
Not only are we leading the way, we are shaping the cider category with the
expansion of our global and local brands.
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Introduction
Report of the Executive Board
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Consumer appeal of cider
Tapping into many of the macro
consumer trends that drive
consumption, such as varied taste
preferences and wide demographic
appeal, cider will continue to grow.
Cider is perceived as a natural, light,
and refreshing alternative to other
drinks categories. It appeals to
20% of alcohol consumers globally
who do not like beer - making it
well placed to source volume from
ready-to-drink beverages, wine
and spirits.
Conquering the world
Orchard Thieves was born in New
Zealand, grew up in Ireland, and is quickly
conquering the world. It is our 'glocal'
brand, available in 21 markets. With 70%
year-on-year growth, the brand is thieving
sales and share wherever it goes.
A Strongbow future
Strongbow Apple Cider is outperforming
in solid markets such as South Africa
and in new markets like Vietnam
and Mexico. With new innovations
like Rosé Apple, new packaging and
impactful marketing campaigns, the
future of Strongbow looks bright.
Report of the Supervisory Board
Financial Statements
Sustainability Review
Heineken N.V. Annual Report 2018
Other Information
CIDER